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FOREIGN otKCWU! ATMINISTRATION 




SWEDEN 


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€£*?• 

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American Advertising Today in 

§ j dJy ^ ■ o 

( vJ x i / 

SWEDEN 


SPAIN 


PORTUGAL 


'V 


TURKEY 






EGYPT 


SPAIN 

PORTUGAL 

TURKEY 

EGYPT 




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4 ' \ / V/ » , j 

8571 ' ’ 

Prepared by 
SPECIAL PROMOTION DIVISION 
Overseas Branch 
7/ _5 ( OFFICE OF WAR INFORMATION 
, / 250 West 57th Street 

New York 19. New York 
ir A.44nn f*» /lflit 








Jsi yyj 


TABLE OF CONTENTS 



k 


Page 


p 




(1) Foreword 

(2) Statement of Policy 

(3) General Considerations 

(4) Advertising in Neutral Countries — 

Its Value to American Business 

(5) Advertising in Neutral Countries — 

Its Value As Seen by CTI Outposts 

(6) Maintaining Distributor Relations 

(7) Present Economic Conditions in 
Sweden, Spain, Portugal, Turkey, Egypt 

(8) Current American Advertising 


2 

3 

4 

5 

7 

9 

10 

22 


(9) Advantages of 07/1 Service 


33 


( 10) American vs German Advertising 


35 


(ll) 17hat Appropriation? 


42 


June 1944 Prepared by 

Harold D. Frazee, Chief 
Special Promotion Division 
0171 Overseas 
250 West 57th Street 
New York 19, New York 


- 1 - 











FOREWORD 


During the last war, many American manufacturers 
discontinued their export advertising ’’for the 
duration”. As a result, they lost valuable 
foreign markets and were unable to recapture 
thorn after the fighting stopped. 

Today , realizing the important role these foreign 
markets will play in our post-war economy, far¬ 
sighted American manufacturers aro taking no 
chances. Despite the war in Europe, they continue 
to advertise in such neutral and allied countries 
as Sweden, Spain, Portugal, Turkey and Egypt. 

These manufacturers know from past experience 
that advertising today is cheap business insurance 
for tomorrow. 

Advertising by American industry is also a powerful 
weapon of economic warfare. It is a woapon that 
can be usod effectively only by industry itself. 
Government agencies are pleased to extend every 
consistent assistance to manufacturers interested 
in the inception, continuance and expansion of this 
advertising abroad. 

The U. S. Office of War Information, Overseas 
Branch, encourages such advertising and maintains 
a service organization to assist American adver¬ 
tisers and their advertising agencies in the prepar¬ 
ation, placing and expediting of their advertising 
campaigns in Sweden, Spain, Portugal, Turkey and 
Egypt. 

This organization, the Special Promotion Division of 
COT I Overseas, renders a definite and timely service. 
YJhat this service is, and how it may be coordinated 
with your own facilities, is explained in the pages 
following. 





























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STATEMENT OF POLICY 


The Special Promotion Division of 0171 Overseas 
is a service organization. It is not an adver¬ 
tising agency. It does not act as a principal, 
enters into no contracts, assumes no obligation 
other than that of rendering a facilitating 
service. 

Companies who have in the past sold their 
products in these markets, who have trademarks, 
dealer and distributor relationships and good 
will to protect; companies who are planning 
post-war distribution in these areas and can 
see value in laying the groundwork now— 
these are invited to participate in the 0171 
advertising program. 


* * * 


CORDELL HULL, U. S. Secretary of State says: 

’’After the war, international economic 
relations must be developed through cooperative 
measures. There must be international arrango- 
ment for currency stability...Above all, provi¬ 
sion must be made for reduction or ranoval of 
unreasonable trade barriers and for the abandon¬ 
ment of trade discrimination in all forms.” 




































•* . 















* 



1. 







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* 









GENERAL CONSIDERATIONS 


Many of theso countries in ■which we now have a vital 
interest--Swedon, Spain, Portugal, Turkey and Egypt-- 
havo been profitable markets for American business in 
years past. Doubtless they will bo profitable markets 
again. But, when tho war is won, the old yardsticks of 
commerce will havo changed. Just as there likely will 
be a new political internationalism, so also will there 
bo a now economic internationalism. 

And, with tho coming of poaco, there will also be better 
transportation. This is important, for better transpor¬ 
tation will bring a vastly increased potential for tho 
sale of American mcrchandisc--thc products of our mills 
and factories. 

For these and other reasons much of American industry is 
giving careful thought to the cultivation of these foreign 
markets now. Business leaders consider it good judgment 
to get in’ and pitch before increased competition raises 
resistance and costs above present levels. 

Another point: German competitors of American business 
have never ceased their cultivation of these foreign 
markets. Vfhether the war has interfered with delivery or 
not, the Germans continue to advertise in increasing vol¬ 
ume in neutral countries. They intend to maintain their 
dealer and distributor relationships, their consumer ac¬ 
ceptance of German products, their recognition of German 
trademarks--their intangible but very valuable economic 
assets. This Nazi polioy continues as part of the Gorman 
philosophy that ovon if they lose the war militarily, 
they intend to win it economically. 

The thing for you to consider, Mr. Manufacturer, is this: 
The day is coning--and it won’t be long—when you may need 
theso foreign markets badly. What aro you doing about it 
now ? 

In encouraging Amorican business to initiate or continue 
advertising activity in those neutral and allied countries 
today, tho Office of War Information suggests that you give 
consideration to both tho immediate business value to your 
company of such advertising, and also the long range broad 
values which will accruo to your business and to American 
industry in gcnoral. 


- 4 - 










































• • ' 




















* • 


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* 





















ADVERTISING 


In Neutral and Allied Countries Abroad 


Under 07/1 Plan 


ITS VALUE TO AIERICAN BUSINESS 

'Tith the outbreak of viar, a great 
many American advertisers with sizeable investments in estab¬ 
lished trademark identity, dealer and distributor relationships 
and consumer good vail abroad, suddenly found themselves faced 
with the likelihood of losing a large share of these valuable 
corporate assets. 

Exporters were unable to advertise properly in the markets of 
Sweden, Spain, Portugal, Turkey and Egypt. American advertis¬ 
ing agency data on media, circulation, rates and market condi¬ 
tions became obsolete almost overnight. The physical transpor¬ 
tation of advertising campaign material by normal methods was 
frequently impossible and always took many months of time. 

Accordingly, about a year ago, the Special Promotion Division of 
O'II Overseas working with its outposts and in conjunction with 
the State Department, brought some order out of these changed 
advertising conditions and presented to American advertisers and 
their agencies a service which permitted a continuance of their 
advertising and facilitated the preparation, transmission, check¬ 
ing and payment for their campaigns. 

A list of advertisers for whom this service has been rendered 
both direct and through their advertising agencies includes: 

Admiral Radio 

Bethlehem Steel Corporation 
Edward G. Budd Manufacturing Co. 

Celotex Corporation 
Champion Spark Plug 
Cleveland Tractor Company 
Chesebrough Mfg. Co. 

Consolidated Vultee Aircraft Corp. 

Corn Products Refining Company 
Diamond T Motor Car Company 
Electric Auto-Lite 
Firestone 

Ford Motor Company 
General Foods 

Goodyear Tire & Rubber Co. 

The Kolynos Company 


- 5 - 






























Glenn L. liar tin Company 
Lie t r o - Go 1 dwyn -Mayer 
ITational Cash Register Co. 

Norge Division, Borg-VJarner 
Radio Corporation of America 
Remington Rand, Inc. 

Stewart- Varner, Alemite 
U. S. Steel Export Company 

That this service has been of value to American advertisers 

and their agencies is indicated by the following extracts 

from correspondence in our files: 

RCA says: "Our RCA distributors in all territories in which 
this advertising appears... congratulate us on the idea and 
its execution. . .credit goes to the 0771. *Te believe Ameri¬ 
can industry...has raised its sights on the value of adver¬ 
tising through this and other campaigns conducted under war 
conditions. Our view is...that it is doing a part in the 
interpretation of America at war to...such countries as 
Sweden, Spain, Portugal, Turkey and Egypt. Our advertising 
is keeping our trademark before many people novr cut off from 
our products...and counters the idea of Axis superiority..." 

U S. STE EL EXPORT CO PALT says: "This newspaper advertising 
keeps the progressive "activities of American industry con¬ 
stantly before the buying public of foroign countrios, 
preparatory to the day when international trado will resume 
the proportions of peace-time normalcy. The OV'I has assist¬ 
ed valuably...in scheduling our nowspapor insertions in 
various countries overseas." 

REMINGTON RAND says: "...wo are continuing with a vigorous 
advertising program in theso countries to protect our 
valuable trade namos and our company’s name, and to keep 
those before our usors and prospocts...thus sow the seed 
for post-war activity." 

THE ASSOCIATION OF EXPORT ADVERTISING AGENCIES says: "’To 

Tiavo TOT FOTio 0*7*1 plan from tTTo "hoginVing and believe 
it will achieve results far beyond those originally con- 
ooived. Post-war developments in the areas covered vn.ll 
be materially aided and oapture of these markets by Amer¬ 
ican industries much more certain because of your plan. 
Relationships with foreign buyers will be cemented and 
distribution ohannels kept open...All our members are 
supporting your plan 100,V 1 

The foregoing are merely ind.ioative — there are plenty of others 


-6 












ADVERTISING 


ITS VALUE AS SEEN BY OWI OUTPOSTS 


Proof of the 

value to OWI outposts of American advertising 
appearing in the press of Sweden, Spain, Portugal, 
Turkey and Egypt is indicated by looking at a few 
quotations from current OWI outpost correspondence: 

From Madrid, SPAIN* 


"Business circles continue 
to appreciate this evidence of interest in 
future commercial relations between U. S. and 
Spain...Embassy and Consulate express pleasure 
at seeing renewed American economic interests 
in anticipation of post-war activity..." 

* * * 


From Istanbul, TURKEYt 


"American advertising 
campaigns now running in Turkish press with 
excellent results—but wo have not approached 
a maximum of American advertising needed. 
Press and public react favorably—but we must 
increase volume to equal German efforts ... 

"From a purely informa¬ 
tive standpoint, it is my opinion that Ameri¬ 
can ads far surpass those of the enemy. The 
references to the war, the United Nations, 
and the dofinito impression that America is 
interested financially in post-war Europe, 
form a theme which unquestionably helps to 
keep our views before tho public...I feel 
very strongly that the advertising program 
should be oxpandod and that any other courso 
would weaken our position in a field in which 
the enemy is increasingly active...Germany is 
augmenting her advertising here, according to 
actual proof which we have." 







































































































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• -» . 














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From Cairo, EGYPT; 


"Newspapers here highly 
enthusiastic about campaigns. Groundwork 
for profitable post-war economic relations 
is being established. More campaigns are 
needed. Interest in American products is 
rising steadily...Trade channels stimulated. 
Egypt’s wealth is increasing and creating 
vast market for goods of all types... 

"American advertising in 
far greater quantity than ever before is now 
appearing in Egyptian newspapers...This ad¬ 
vertising is being widely read and observed 
•with the result that interest in American 
products among the general public is booming 
A general background for American post-war 
trade activity is being croated and this tic 
up splondidly with OWI aims in this area, as 
approved by the Legation. In fact, tho Loga 
tion highly endorses the plan as well..." 



















. .' 

■ 






















MAINTAINING 
DEALER A!TD DISTRIBUTOR 
RELAT IONSlTiTs 


Most experienced American exporters know that the 
securing and maintaining of strong distributors 
in any foreign country has always been a problem 
of major importance in doing business abroad. 

To companies who have in the past established such 
distributing relationships, their maintenance 
during a war is a matter of vital importance. The 
judicious use of advertising can go a long way 
toward maintaining these relationships and pro¬ 
tecting the investments they represent. 

Advertisers who, in the post-war period, plan to 
market their products in these neutral and allied 
countries will first need to establish the proper 
dealer and distributor organizations. These com¬ 
panies should not lose sight of the fact that when 
the war is over the competition for adoquato dis¬ 
tribution facilities will be materially increased. 
Distributing organizations in foreign countries 
will be selective when it comos to lines they 
will handle. Here again, they will be influenced 
largely by advertising which familiarizos them 
with names, trademarks and merchandise. 

Therefore, if you have done business in the past 
in Sweden, Spain, Portugal, Turkey and Egypt, or 
if you plan to do business in the post-war era 
in those markets, it is highly advisablo that you 
consider advertising in these markets now. 




















PRESENT ECONOMIC CONDITIONS 
in . 

ST.7SDEN, SPAIN, 

PORTUGXLy'TURKEY, EGYPT 


’What is the present economic picture in 
these neutral and allied countries? 

Y/hat is the post-war outlook? 

From a business standpoint, is advertising 
now, justifiable in these countries? 


* * * 


Perhaps the following pages, prepared 
and brought up to date (May 1944) by 
the various departments of the Bureau 
of Foreign and Domestic Commerce, will 
be of assistance to advertisers and 
their agencies in answering some of the 
foregoing questions. 














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BRIEF ECOrUlilC SURVEY OF 


SE3DEK 


As of May 1944 
«/ 

Prepared for 

Special Promotion Division, Office of '.Tar Information, Overseas 


ofxers one of the most attractive markets in all Europe for 
American merchandise. Im i ediat©l ,,r before the war, Swedes enjoyed 
unprecedented prosperity and booming business conditions. They 
vxill require great quantities of overseas supplies as soon as 
shipping lanes are open for unrestricted private commerce, and 
they are in a position to pay cash for their purchases. 

The standard of living in Sweden is probably the highest On the 
Continent and is nearly as high as that of the United States. 

Real wages e.nd per capita purchasing power have the same favorable 
position, 

Sweden is completely modern. It is a quality market; people in¬ 
sist on buying the best, with no undue regard to price. 

The; hydro-electric resources of the country have been widely de¬ 
veloped and the program is being actively pursued. Already some 
provinces are completely eloctrifiod. Electrification of railways 
has made groat progress and the bulk of freight tonnage is handled 
on electrified lines. 

Imports from the United Staten wore increasing rapidly beforo the 
war. As a supplier, the United States had reached second place. 
There are excellent possibilities for a further rise in thoso im¬ 
ports. In this connection, it is to bo noted that a Swedish Com¬ 
mercial Fission ha.s already been in this countrv to explore the 
possibilities of postwar trade between the United States and Sweden. 

At the earliest possible moment Swodon must import fruit and other 
foodstuffs, textile raw materials and fabrics, ready-made women’s 
wear, automobiles and accessories, machinery, rubber products, cos¬ 
metics, pharmaceuticals, metals, coal, co.kc, gasoline, oils, etc. 

Swedish newspapers and periodicals are extreme pr high in quality 
and in journalistic technique. Advertising placed in the Swedish 
press should be on the same high level as that intended for the 
American press. 

American advertising now appearing in the Swedish press is wore 
hirhlv regarded than that from other foroi r n sources. "Annonsoron." 
a Swedish publicity trade organ, evidences the great influence which 
American high standards and methods have over Swedish advertising. 

It also indicates that the Gormans are expanding considerable effort 
to defend their more tendentious system of publicity in Sweden. 


Prepared by 
European Unit 

i. 

Division of International Economy 
Bureau of Foreign and Domestic Commorc, 

w> 

Department of Commerce 
ISc.v 1944 









BRIE? ECONOMIC SURVEY OF SPAIN 


As of May 1944 
Prepared for 

Special Promotion Division, Office of War Information, Overseas 


In Spain there is a strong pent-up demand for foreign merchandise 
of practically all kinds, but at the same time an uncertainty 
as to whether -this demand can be adequately expressed in purchases 
from abroad. 


Spain is normally an important market for several American export 
products, particularly raw cotton, petroleum products, phosphate 
rook, leaf tobacco, machinery, automobiles, and industrial chemicals. 

A ready market for many consumer products could probably be developed, 
except for the government’s restrictions on imports. 


In addition to the above mentioned products, there were substantial 
imports of meats, codfish, corn, fruits, vegetables, oilseeds, 
fertilizers, woodpulp, paper, wood, coal, iron and steel, zinc, 
electrical machinery and rubber. 

Exports consisted largely of canned sardines, fruits and nuts, 
vegetables, wines, olive oil, potash salts, cork, hides and skins, 
cotton manufactures, iron ore, pyritos, copper, load, mercury, 
resin, and wine loos. 

In the last normal vear, 1935, Spain imported merchandise valued 
at *236,900,000, of which the United States supplied about 16 per¬ 
cent, loading all other countries in this respect. Other important 
suppliers y/ere tho United Kingdom, Germany, France, and Argentina. 

In tho export trade, which had a total value of jl90,600,000, 
this country’s share was much loss important, a ounting to only 
v13,200,000, or 9.5 percent. The United Kingdom was tho leading 
purchaser of Spanish exports', followed by Germany, France, tho 
United States and Argentina. 

Spain normally imports more by value than it exports, a fact which 
has had considerable influence on the government’s policy in foreign 
trade matters. In this connection, the United States is regarded 
as the chief offender, because our sales to Spain have usually 
had a value three times as great as our purchases from Spain. 


All imports into and exports to Spain 
trol by tho government, which had its 
preceding the civil war. The present 
favor a bilateral balancing of trade 
countries. 


are subject to a strict 
beginning in tho years 
government has tended to 
with individual foreign 


con- 


Spain has an area of about 192,000 square miles, much of which 
is arid or mountainous* The estimated popul- tion is (1940) 
26,222,000. Although eaoh of the two prinoipal oitios, Barcelona 





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Spain - Page 2 


and Madrid, has over a million inhabitants, the great bulk of 
the population lives in snail towns or rural areas. 

Although Spain is predominantly agricultural and pastoral, mining 
is becoming increasingly important, especially in recent years. 

Iron ore, pyrit'os, zinc, lead, and mercury nay be clop ended upon 
to continue to be important in the poster period. Other minora.Is, 
such as wolframite, tin ore, strontium -re, otc., though currently 
very important, will hardly continue to bo so after the war. 

Considerable progress in industrialization is taking place or is 
planned. This program is retarded by Spain's present inability 
to obtain heavy industrial equipment abroad. Spain has sufficient 
mineral and hydroelectric resources to justify a considerable 
degree of autarchy. To what extent present plans can be carried 
out will depend on political factors, both domestic and foreign. 

At present the government 1 s policy is to encourage domestic manu¬ 
facturing and discourage, or totally prohibit, imports of manu¬ 
factured goods to as great an extent as passible. Increased pur¬ 
chases of typically Spanish products by the United States after 
the war would undoubtedly serve to ease import restrictions which 
have been applied duriiv recent vears. apparentlv without particular 
reference to the noods or desires of the Spanish populace. 

Spanish newspapers arc generally not of very high quality by 
American standards* Most of thorn have only a limited local cir¬ 
culation, the number of newspapers of nationwide circulation being 
very small. Trade journals also are few in number. One of the 
new trade publications, published by the Chemical Syndicate, is 
attractively prepared. Advertisements in this and other pub¬ 
lications available are more inclined to feature the name and 
address of the firm rather than the particular products advertised. 
There is much room for improvement in advertising methods, but 
the scarcity of practically all consumer goods in recent years 
has net encouraged the adoption of modern techniques. 


Prepared by 
European Unit 

Division of International Economy 
Bureau of Foreign and Domestic Commerce 

Department of Commerce 
Mav 1944 






















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BRIE? ECOIIO;:iC SURVEY 0 T ? PORTUGAL 


As of Hay 1944 
Prepared for 

Special Promotion Division, Office of Ufar Information, Overseas 


Portugal's economic structure has been severel' r strained by the 
effedts of the vrar. Export markets have been cut off or sharply 
reduced. Imports of foodstuffs, machinery, and raw materials 
are greatly restricted. Dependent largely on its own merchant 
marine, shipping facilities are limited. On the other hand, 
mining has been greatly stimulated, especially by the high war¬ 
time prices of tungsten and tin ores. Foreign exchange re¬ 
sources of the country are believed to have increased considerably 
as a result of high export prices. 


If Portugal does not become actively engaged in the war, the 
postwar era may find Portugal in a relatively favorable position, 
as there will prcbablv be a great demand for her agricultural 
products, including those of colonial origin. The increased 
development of the natural resources of Portugal and her African 
colonies should provide markets for machinery and equipment, much 
of which will have to be obtainod abroad, 

Portugal is a fairly important market for a few American export 

O X. t. 

products, such as raw cotton, petroleum products, wheat, tobacco, 
automobile, tire and tubes, radio sots, and machinery. 

The total value of Portuguese imports from 1935 to 1959 ranged 
from vB3,200,000 to *>105,300,000. 


Annu%i export values probably averaged about 373,000,000 in the 
years preceding the vrar, actual values being about 50 percent 
higher than those given in the Portuguese export statistics, 
which wore based on a conventional valuation system which did 
not coincide with actual prices. Of these expor be the United 
States took from 5 to S percent. The United Kingdom was 
the loading export market, as we 11 as the principal source of impor 
taking 21 to 27 percent. Germany and Franco wore next in import¬ 
ance. The colonies took 10 to 13 percent of all exports. 


Portugal’s imports consist largel ,r of codfish, sugar (of colonial 
origin), tobacco, wheat, corn, cotton, wool, paper, coal and coke, 
petroleum products, iron and steel, various metal manufactures 
(including all tin plate for the canning industry), machinery, 
oil soods (mostly of colonial origin), fertilizers, and chemical 
products. 


Exports consist 
and sardines, 
cotton textiles 


largely of throe principal items — cork, wines. 
Other export products include fruits, vegetables, 

, (largely to the colonies), mining timbers, rosin 




Portugal - Pago 2 


and turpentine, pyritos and tin, and tungsten ores. 

Prior to the war there v r ere relatively few restrictions of the 
usual type on imports. Exchange control had been abolished several 
years previously, -^here was, however, an increasing tendency 
on the part of the government to centralize foreign trade opera¬ 
tions in the guilds or corporations, thus tending to prevent direct 
transactions between Portuguese and foreign firms, and to limit 
trade in a given line exclusively to members of the guild, 

Portugal has an area of 35,582 square miles, including the ad¬ 
jacent islands of laderia and the Azoroc, and a population (1937 
estimate) of 7,300,000. 


The Portuguese colonies in Africa and A^ia have an area of about 
803,000 square miles and a population of about 10,000,000 mostly 
native s • 

Lisbon, with a population of around 600,000, is the capital and 
principal seaport, and contains a large portion of the country’s 
purchasing powor. Excepting Oporto (population about 250,000), 
there are no cities of any great importance from a foreign trade 
standpoint. 


Agriculture is the principal occupation. i horc is an important 
textile industry, producing largely for the colonial markets, 
and a fish-canning industry, specializing in cardings in oil. 
Other industrial activity is limited to comparatively small es¬ 
tablishments producing canned foodstuffs, footwear, soaps, 
sulphuric acid and superphosphate, glass, cement, and cone small 
iron wares. 


Lisbon is an important port of transhipment for the African 
colonial trade. 


American exporters should confine their sales efforts to well- 
established firms, acting as general distributors for the entire 
oountry, or for the Lisbon and Oporto areas separately. It is 
generally better to have representations in Portugal entirely 
independent from agencies located in Spain. Portuguese should 
always bo used in preference to Spanish, even though the latter 
language may be widely understood. 


Prepared by 
European Unit 

Division of International Economy 
Eurcau of foreign and Domestic Commerce 
Department of Commerce 
Kav 1944 










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BRIEF ECONOMIC SURVEY OF TURKEY 


As of May 1944 
Prepared for 

Special Pronotion Division, Office of War Information Overseas 


Turkey normally constitutes a fair market for a limited number of 
American products. Annual imports into Turkey for the period 1935-39 
have ranged between $71,000,000 and $120,000,000, of which the United 
States has supplied between 7 and 15 percent. Although the popula¬ 
tion and area of Turkey are greater than any of the Balkan States, 
its imports are less than either Yugoslavia (with range of 
$84,000,000 to $121,000,000 annually) or Greece ($100,000,000 to 
$138,000,000), but are larger than those of Bulgaria ($39,000,000 
to $63,000,000). 

Since the war the foreign trade of Turkey has been sharply restricted, 
and a large potential demand for a variety of imports has accumulated. 
At present all imports are rigidly controlled, but this accumulated 
demand should make itself felt as soon as the war ends and shipping 
facilities become available. Normally Turkey depends on the pro¬ 
ceeds from its exports to pay for imports, since the country docs not 
have any other significant sources of national income. It is uncer¬ 
tain whether Turkey’s foreign exchange reserve fund has benefited 
sufficiently from its neutral position to finance large scale im¬ 
ports. If not, the country will have to fall back on its oxports, 
unless othor temporary financial arrangements arc made. 

The general standard of living in Turkey is low. Only in certain 
sections of the principal citios--Istnnbul, Izmir, and Ankara--is 
the level comparable with that prevailing in European centers. 
Relatively few products considered as necessities in western coun¬ 
tries arc so regardod in Turkey. For example, some commodities 
usually accepted as essential, such as household appliances, the de¬ 
mand including refrigerators, arc out of the purchasing range of the 
bulk of the population, with the exception of a small group in tho 
larger cities. In the rural areas, and to a large extent in tho urban 
soctions, primitivb conditions still prevail, and the requirements of 
most of this group arc limited to meager necessities. The per capita 
imports of Turkey arc smaller than any of the Balkan States; whereas 
Turkey’s rango is from $6 to $7 annually, that of Bulgaria is from $9 
to $10; Yugoslavia $7 to $10, and Grcooo $14 to $20; tho latter in¬ 
cludes a good percentage of foodstuffs, in which the other countries 
are practically self-sufficient. 

There is a fair demand for a group of quality products, which in¬ 
cludes purchases from tho United States. For example, American 
products dominate the Turkish market for automobilos, tiros and 
tubes, motion picture films, certain types of machinery, and re¬ 
frigerators, and they also play a prominent role in tho demand for 
various iron and steel products, petroleum products, insecticides, 
and coal tar oils. 





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Turkey - Pago 2 


Although Turkey has mr.de considerable progress during the pr.st decade 
along industrial, mining and social lines, the country remains pre¬ 
dominantly agricultural and pastoral. Approximately 80 percent 
of the population is still dependent on agricultural pursuits for 
their livelihood. The country has carried out an extensive in¬ 
dustrialization program under Government sponsorship, but manufactured 
products still account for about 80 peroont of total imports. This 
program consisted of two 5-year plans; the first one, initiated 
in 1934, consisted chiefly of textile mills, paper mills, glass 
factories, flour mills, sugar refineries, cement plants, olive oil 
prossec and refineries, soap factories, canning plants, and leather 
tanneries, and was generally completed. The second 5-ycnr plan, 
which provided for a stool plant, chemical, food preservation and 
processing industries, power plants, mineral exploitation, and a 
merchant marine, was interrupted by the war. The Government will 
doubtless resume this program after the war and largo Government 
orders for various machinery and equipment ,tr ill bo placed abroad, 
before the war much of the equipment for this industrialization 
program was obtained on a credit or barter basis, and here again, 
the financial factor will bo a leading consideration. 


In addition to the production goods needed for its industrialization 
program, Turkey rail have to replenish the supply of its normal 
import requirements, which has boon sharply depleted since the war; 
those include principally, in approximate order of value, iron and 
stool products, cotton fabrics, various machinery, automobiles, 
chemicals and medicines, potroloum products, cotton and woolen yarn 
and thread, hides and skins, coffee, tea and sugar, rubber manufac¬ 
tures, glass and glassware, paints, varnishes, dyes, etc. Prior 
to the war the railroads and coastwise shipping, as well as animal 
drawn traffic, playod a leading part in the country’s transport, 
but with the development of the road system under the stimulus of 
military strategy, motor traffic should play an increasingly important 
role in commercial distribution after the war. 

Germany has always dominated Turkish trade, but with its facilities prob¬ 
ably not available after the war, the United States should become a 
more important factor in this trade. Imports into Turkey from the 
United States wore fairly steady prior to the war, despite the opera¬ 
tion of barter and clearing agreements, under which Germany made 
spectacular gains. Under those agreements the necessity of trans¬ 
ferring foreign exchange was eliminated. Despite the chronic shortage 
of foreign exchange in Turkey, that country’s purchases from the 
United States hold up remarkably well. The United States is, normally, 
Turkey’s second best market for exports, after Germany. Imports into 
the United States from Turkey consist ohicfly of leaf tobacco, copper 
ingots, coal, valonia and valonia extract, chrome ere, opium, licorice 
root, hides and skins, nuts, figs, wheat, olive oil, canary seed, wool, 
etc. 

The newspapers * in Turkey arc the principal media of advertising. 

Other forms of publicity, play a minor role. The largest daily- 
circulation just before the war—from 15,000 to 30,000— was shared 
















TURKEY - pago throo - 


by papers in tho Turkish language; these arc read by all strata 
of society from Government officials to lower classes; French 
papers rank after Turkish, with a daily circulation range of 
650 to 4,000, and are read by foreigners, merchants, lawyers, 
and the middle class. There are also some semi-weekly and weekly 
publications, in Turkish, which carry a certain volume of adver¬ 
tising; these had a circulation range of 1,000 to 30,000 before 
the war. 


Prepared by 
European Unit 

Bureau of Foreign and domestic Commerce 
Department of Commerce 
May 1944 







































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BRIEF ECONOMIC SURVEY OF EGYPT 


As of May 1944 
Prepared for 


Special Promotion Division, Office of War Information, Overseas 


Economic Characteristics: Egypt is predominantly an agricultural 
country, the chief money crop being ootton. The economy of the coun¬ 
try is basically geared to this crop. Egypt normally is the foremost 
country in world production of long-staple cotton and supplies nearly 
50 percent of the total production of ordinary long-staple cotton 
and approximately 80 percent of the total production of extra long- 
staple cotton. 

Most manufactured articles must be imported. Manufacturing on a large 
scale in. Egypt is confined to the following industries: textiles 
(both hand and power looms); tobacco and cigarettes; oement; and 
petroleum refining. There are many small miscellaneous industries. 
There are several ambitious plans for the utilization of the water 
power of the File for manufacturing, but as yet little has been done 
along this line. 

Principal Products: Cotton, cottonseed, cottonseed oil, wheat, sugar 
cane, textile, onions, beans, millet, maize, barley, wool, hides 
and skins, phosphate rock, petroleum, manganese ore and flax. 

Climate: ^he climate of the File Valley and Delta is moderate in 
winter, but hot in summer, although on the Mediterranean coast it 
is tempered by sea breezes. The period of rainfall is from November 
to March, but the rains are mostly confined to the Delta, the maximum 
precipitation being about eight inches annually near Alexandria, 
decreasing to 1.25 inches at Cairo and diminishing to practically 
nothing in the Upper Nile Valley. 

Characteristics o f Po pulat i on: Tho oensus of 1937 gave tlie popula¬ 
tion of Egypt asr lo,905,000~ oT whom about 400,000 are of European 
origin. The population of Cairo in 1937 was 1,307,422, of whom 
90,000 were Europeans; that of Alexandria was 682,101; and that of 
Port Said was 125,907, of whom 25,000 were Europeans. It is estimated 
that at least 80 percent of the population are illiterate, a fact 
which greatly restricts the efficacy of written material as an adver¬ 
tising medium. Arabio is the language most widely used, although most 
of the better educated Egyptians read, in addition, either French or 
English or both. Greek and Italian are also usod. 

Over 91 percent of the population embrace the Moslem religion. Ad¬ 
vertising material should, therefore, be carefully prepared, with 
Moslem customs in mind, so as not to offend. 

Tho standard of living is very low in comparison with American stand¬ 
ards, the peasantry, which comprise tho bulk of the population, earning 















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Egypt - Pago 2 


the equivalent of only a few U. S. cents a day. They can buy only 
the barest necessities, and price, rather than quality or style, 
is the determining factor in their purchases. Income in these 
classes however, is rising due to wartime improvement in business 
conditions. Europeans and wealthy Egyptians, on the other hand, 
buy the finest quality goods of the latest American or European 
style. 

Foreign Trade: Egypt is important to the United States as a 
market rather than as a source of supply. The principal United 
States products normally imported into Egypt are automobiles and 
tires, synthetic sodium nitrate, machinery, radio receiving sets, 
apples, pears and petroleum products. Egyptian imports from the 
United States increased greatly from 1933, when they amounted to 
IsE 857,000, to 1939, when they amounted to Efc 2,683,000. 

With regard to the value of Egyptian imports, by countries, the 
United States was seventh in order of importance in 1934 and 1935, 
fourth in 1936, fifth in 1937, fourth in 1938 and second in 1939 
and first in 1942. The principal competitors of the United States 
are normally the United Kingdom, which generally supplies more 
than one third of Egypt’s imports, France, Germany, Italy and 
Japan. 

Egypt as a Postwar Market: The European war, which cut off 
several of Egypt’s former sources of supply, provided an oppor¬ 
tunity for United States exporters to send increased amounts of 
United States goods to Egypt. Many United States products have 
thereby been introduced into Egypt and a demand for thorn created 
which may well be profitable to United States exporters in the 
years following the war. There has been a shortage of consumers’ 
goods in Egypt, which has resulted from the limited shipping 
space available for imports. The demand for replacements and 
for goods which have not been available at all during the war 
is likely to bo great when the war is ended. 


Prepared by 

3ritish Empire Unit 

Division of International Economy 

Bruoau of Foreign and Domestic Commerce 

Department of Commerce 

May 1944 











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Egypt - Pc,go 3 


ADDITIONAL NOTES 01’ EGYPT, locally obtained 


Egypt provides tho perfect text-book example of c. country that is 
learning how to do business with America. An early proof of this 
fact is that current editions of Egyptian periodicals carry far 
more American advertising than they ever did before tho war. In 
this instanco it is advertising that is loading tho way for business 
stablish an improved relationship between Egypt and America. 


to 


There arc about 15 important daily newspapers published in Cairo and 
Aloxandria--sovcn Arabic, six French, two English. Several other 
smaller newspapers are published in Greek and various continental 
languages. In tho magazine field, there arc 13 weeklies and 2 month¬ 
lies, but most of the big magazines arc Arabic periodicals. Tho en¬ 
tire magazine field in Egypt is moving ahead rapidly led by the 
sensational A1 Mukhtar (Header’s Digest in Arabic). This publication 
already has twice as many readers as any other Arabic publication 
in history. 


Throe or four fairly competent advertising agencies, with adequate 
translation, creative, production, marketing, and art services, serve 
tho local retailors and manufacturers. In addition, they are now 
acting as associate agencies of U. S. advertising agencies in servic¬ 
ing and placing tho now flood of American advertising campaigns. 

Before the war American advertising in Egypt was generally sparse. 
Such advertising as there was usually como under tho heading of 
medicinal and light consumer goods. There was also a good amount 
of cooperative advertising with part of tho cost being borne by the 
local distributor or branch. This advertising usually 7/as prepared 
and placed in Egypt with only light control from the Home Office ond. 

Another feature of prevrar Egyptian advertising procedure was tho 
"bargaining" characteristic of its rate structure. Pricos were 
subject to tho fluctuations of supply and demand, to say nothing of 
tho persuasiveness of seller and buyer. Result: no fixed rates, 
discounts, agency commission, etc. Figures on circulations, 
incidentally, T/ore just as flighty. 

A number of factors have served to bring a considerable chango in 
this picturo: 

1. Firm belief on tho part of Egyptian business interests 
that peace will bring greater activity in Egyp-fa' 'by 

Amcrican businos"s. Thi s has been translated by loc a 1 

publishers into a desire to operate their businesses 
along "American" lines in order to attract American 
advertising. 


















Egypt - Page 4 


2. The presence in Egypt of great numbers of American and 
English troops and civilians^ From them publishers have 
learned much about American methods• They admire these 
methods and want to duplicate them. 

3. A natural developing maturity on Egypt’s part that the 
war’s influence gave additional impetus. 

4* The influence of OWl Egypt division in pointing out to 

publishers t he m a ny adva nt ages to Ye gained b y sta bilizing 

ra tes, setting up standard adver tisi ng procedu res , estab¬ 
li shing circu lat ion check i ng methods, etc . 

The real change in Egyptian-American business relationships is only 
now beginning. VJartime shortages of merchandise in America, com¬ 
bined with the tight shipping situation, aro obviously huge deterrent 
It can hardly be expected that any groat progress in actual business 
volume will be made until the war is over. Fortunately, alort 
American businessmen are not waiting for that moment; they are sot¬ 
ting the stage now with the one activity that need not seriously be 
impeded by war, namely, advertising. 

These campaigns explain how individual companies are helping to win 
the war. They talk of strides in product improvement, of the world 
of now ideas that war production has unfolded. Throughout runs the 
confident theme of victory plus the promise of a fuller life in the 
days to come. The effect of these messages—which are quite unlike 
anything tho Egyptian public has soon—has been electric. It is 
common to hoar the statement, "Now wo know that America moans to bo 
active hero after the war -- all this American advertising can moan 
only that!" Members of tho Foreign Sorvicc of tho United States hoar 
this comment with great frequency. 

All banks operating in Egypt reported highor profits during 1042 
than for many years past. 

Of spocial interest to American automotive companies should be tho 
fact that now road construction has been greatly speeded up and the 
war has done much to oxtond Egypt’s road system. There is strong 
indication that automobiles and automotive accessories will enjoy 
a large scale in Egypt after the war. Th 01 * c i s also a considorablo 
market hero for American drugs sinco Egypt has been cut off from 
normal sourcos of supply. English drug companies have started 
advertising in Egypt in largo numbers. 






























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CURRENT 

alierican'TOTSrt ISING 

CaiMigTis 


The following pages indicate the type of 
advertising campaign now being run by some 
American advertisers in Sweden, Spain, 
Portugal, Turlrey and Egypt. 

The effort is largely to maintain good will 
and keep alive recognition of trademarks— 
with some indication of post-war interest 
in these countries and promise of future 
gupplies available. 

As the pattern of war changes, and as 
shipping and exporting facilities open 
up, copy used will doubtless be widened 
in its sales appeal. 

Wo shall of course be pleased to confer 
with you on your specific copy problems. 










































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^XOIYNOS^ 

T>ke good c»n of jxx/’ 

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a Symbol of cleanliness 


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Diamond T 




MOTOR TRUCKS 


KOLYNOS 

0INT41 (lit. 





NORGE.ZT;£-f.- 





CLETRAC 

Sows rbm good foods 
of usofvlnoss 


TMI ClIVILANO TtACTOI CO. 
OtnMM OM. VIA- 




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The Association of 
Export Advertising Agencies 
saps this: 


S!MT 





40 fun 

ill mi tkt vnU 


United StttM Stetl 
- Export Compnay 


■ ;TL ALEMITE 

.W.. 



\ Milium T« MI¬ 
NI 



DIAMOND T 
MOTOR TRUCKS 



"We have followed the OWI plan from 
the beginning and believe it will achieve 
results far beyond those originally con¬ 
ceived. Post-war developments in the 
areas covered will be materially aided 
and capture of these markets by American 
industries much more certain because of 
your plan. 

"Relationships with foreign buyers 
will be cemented and distribution channels 
kept open... 

"All our members are supporting your 
plan 100#." 


d>S.(0\2A>) Uj> 


United States Steel 
Export Company 

PSs . 


V. Ex.-' tanbcn xiudtrl x fixer 



UM MUNDO NOVO 

VALENTE 



Maizena 


Wk.« P H(I C..u Again 

Amtri( 0 , s CllTRAC 

WIU Still navi 






































































































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Remington Rand 


--- 





Tkis Electric BOOKKEEPING MACHINE 

co«rtms rants uuNai 


FOURSOM£ 

/MM'M v Ts. Am»raCO l 

/MMM / (>•<*« 

\TT \ 

Ivi 


——— 

The Oely Colculotor that PRINTS 

•e ie otvints • Muinruit • 
aoos •». ftuertACTS 




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T&m*do* Tfouj 

^ /lUttAlO. N.T^U.|.A. 

SWEDEN •• :i2 , ? -T * M TTBIWB,T,B co - A B 


T&AUAfioPi %a*4 

^ #.W*»»»0 M M ft*. 


TetgfUAq&n T&*4 

^ riMMAlO. N.Y^ M.SA. 

REMINGTON TYPEWRITER CO- A. A. 

-SWEDEN** . ..... v_.-~.n- 

• 





America s west potior Typewriter 

has wony friends in Sweden, tee!... 

_ m 


Use Ktminyton Service 

to Keep Your Tyjaewritrt on the Job 

?- 


£ 2 % 



*1 l« UllliU. Wa . *—» . trn«m ►> - a..p 

-» «W—«•- — ten - >••*« k.<e*«te». 



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w **,*'*-*“' **~"^~*~ ^ 


"With a Remington Noieelett Portable 
you ore welcome anytime, anywhere!'* 

.1- .-4.^-"— -- *• • —--- 


Tm {hit Ktimiti Uh 

Remington Typewriter Supplies 


Z -- "rr~r 

/lUMAtO. N.T^ tl l-A. 

«£7»cm IIMINOTON TYPIWIITIB CO- A. 1 

•" SWEDEN •• • •«<■.... ..'it.a. BtiM ¥•><—•» 


sni’rrrmtrs 

k «e*» —• f ■***' te •<!> 

Thmttq&n T&*d 

^ /tUMAtO W. U.ft.A. 

‘ r |M IIMINGTON TYPIWliril CO.. A 1. 

5 WIDEN " Miaaea. •*•« ■) ■ 


l&W&pf JEW 

^ r»Wf»*lO. N. U.S.A. 

- cwincM .. b «*«*oton tymw.itib CO- a. i 


w ...We are continuing with a vigorous 
advertising program in these countries 
to protect our valuable trade names and 
our company's name, and to keep these 
before our users and prospects••.thus 
sow the seed for post-war activity." 


Remington Rand, Inc. 















































































































RADIO 

RCA and Admiral 



ijH| 


THE ’SEVEN LEAGUE BOOTS'* 
OF WAR 




RCA srn^s: 

"Our RCA distributors in all territories in 
which this advertising appears.. .congratulate us 
on the idea and its execution...credit goes to 
the OWI • 

"We believe American industry...has raised its 
sights on the value of advertising through this and 
other campaigns conducted under war conditions. 

Our view is...that it is doing a part in the inter¬ 
pretation of America at war to...such countries as 
Sweden, Spain, Portugal, Egypt and Turkey. Our ad¬ 
vertising is keeping our trademark before many 
people now cut off from our products...and counters 
the idea of Axis superiority..." 




8571 






















— 




— 


— 






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. 


















































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U. S. Steel Export 







"This newspaper advertising keeps the progres¬ 
sive activities of American industry constantly 
before the buying public of foreign countries, 
preparatory to the day when international 
trade will resume the proportions of peace¬ 
time normalcy, 

"The OWI has assisted valuably.••.in scheduling 
our newspaper insertions in various countries 
overseas• M 


United States Steel Export Co. 
































































— 


— 
















































Transportation 



Foe railway* of lh* fwtwra — 
lighiwtighi, itoinlatt ttaol 
ponangar train*, dtugntd 
and built by ludd 
Manufocturrn alto ol high¬ 
way trucks, airplonot outo- 
mobilo and merino structures 

■DWAID O BUDD mtNUUdUIINS COM 

tMIlttlltNIS, U * A 



NOW, u 

more than 
ever 



fuel-saving 
efficiency of 

CHAMPION 

SPARK 

PLUGS 

HONl 



Stmodily Advancing 
in Uffulnm it 

CLETRAC 


*.*« tan •< .«• • 


THI CIfVILAND TtACTOt CO. 



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V-tyu >*>' fSV-* tv*' 

•\ ^ 


CONSOLIDATED VULTEE 

«inc»»FTCO*ro»»Tion 

UMIIIO StAtlt or AMI.lCA 



/ he advertising agencu of 
Diamond T Motor Car Co. says. 


"The advertising now running...serves 
the following purposes: 

1. It protects the long-time investment 
in their trademarks. 

2. It helps them retain proper relation¬ 
ship with distributors and dealers. 

3. It helps them maintain consumer good¬ 
will in spite of the war. 

4. They consider it a worthwhile effort 
on behalf of future resumption of 
their trade with these countries-- 
they won't have to start from scratch 
again as are many people who do not 
take advantage of the Government's 
assistance in advertising in these 
neutral countries." 






















































' 








- 




















' 







































WHY Steel Beachheads? 



Steel means dependabilitY! 

Armies rely on steel to establish beach¬ 
heads. They know they can depend on 
steel. Stronger, better steels are today being 
born of wartime research in the 174 labora¬ 
tories of UNITED STATES STEEL. 

These new USS steels will bring, when 
the conflict is over, greater safety and pro¬ 
tection for the development and progress 
of a peacetime world. 

For dependability and strength, use USS 
steels —steel products for every purpose. 

@ UNITED STATES STEEL EXPORT CO. 

30 CHURCH STREET, NEW YORK 8, U. S. A. 

United States Steel Corporation Subsidiary 
WE SERVE THE WORLD 


Ad No. 25 


This advertisement is to appear in OVERSEAS NEWSPAPERS 





















* 



m&M 


wwvvytW* 1 


G REAT things are happening in radio. New materials, new 
' engineering born of war’s demands are producing radios that 
perform with amazing clarity and range of tone. 

With Victory, these developments will appear in your new Admiral 
Radio — to bring you new entertainment delights. 


Your new Admiral will be a satisfying, dependable instrument, beau¬ 
tiful in appearance and capable of truly superb performance, —"as 
you like it”. Admiral knows your needs, and knows how to fulfill 
them. Such a radio is worth waiting for. 

the radio the world admi/ce^ 

CONTINENTAL RADIO A TELEVISION CORPORATION 

Export Offlto: 89 Broad Stroot, Now York 4, U. S. A. 























HAR N I UPPTKCKT 

den 3-duMa vetJkaH av 

Kolynos? 


Blandvita tanders charm... 
cn frisk, vacker mun... 
Anvand KOLYNOS regel- 
bundet! Ty Kolynos har 
en 3-dubbel-verkan — den 
renar... den forskonar... 
den friskat upp och efter- 
lamnar en behaglig smak. 




ANVXND DIN MID FORTRO IN DE 


THE KOLYNOS COMPANY 

22 East 40th Street, New York N.Y., U.S.A. 


Sweden Ad No. 44-9E 




E VEN with its all-out war produc¬ 
tion for the United Nations the 
Celotex Corporation has not lost sight 
of the future and man’s fundamental 
desire for a home of his own. Our 
business was built by people who have 
purchased our products to build and 
insulate their homes, factories, and 


office buildings. 


Our production today—producing 
Celotex Building Products for con¬ 
structing and insulating barracks, war 
plants, hospitals, warehouses, facto¬ 
ries — is constantly broadening our 
knowledge and improving our manu¬ 
facture so we may better senre you 
when peace is won. There willbe no 
!et*up in quality or adaptability of 
Celotex Building Products. 

Celotex products are available now 
for limited essential building and as 
shipping conditions improve they will 
be more easily obtainable. They in¬ 
clude roofing,insulating board, 
building board, rock wool, gypsum 
wallboard, concrete expansion joint, 
lath, plaster and acoustical products. 



DEALER IMPRINT 


I HE ».r»rii f 0RFQRA1IQN - CHtCAu 














MADE BY THE MAKERS OF fSS3jf AMERICA'S MOST POPULAR 

THE REMINGTON TYPEWRITER 



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ADVANTAGES OF O’TI SERVICE 


TO ADVERTISERS AiTD AGENCIES 


The advantages to an advertiser and his advertising 
agency in utilizing the services available to him 
through the Special Promotion Division of 0771 Over¬ 
seas are briefly: 

(1) Information service 

(2) General service 

(3) Saving in time 

(4) Saving in money 

(5) Campaign assistance 

(6) Overseas representation 
(l) Info rmati on Service . 

Through 0171 outposts the Special Promotion 
Division keeps constant check by cable on publi¬ 
cation changes, changes in rates, circulation, 
meohanical requirements, etc. Here an up-to-the- 
minute file of informational data is kept. This 
information is available to advertisers and their 
agencies at all times. 

To American advertising agencies: v;e shall be glad 
to bo of assistance in recommending approved associ¬ 
ate advertising agencies abroad--in the light of our 
knowledge of their political and financial status. 

(2) General Service 


Under this heading may be listed such natters as 
counsel with advertisers and their agencies regarding 
appropriate copy; the physical transmission of cam¬ 
paign material to countries abroad; the handling of 
correspondence relative to campaigns—whether by 
lottor or cable; tho obtaining and forwarding of tear 
sheets and invoices; checking of insertion dates, 
campaign starting dates, etc. 



























/ 




V 



















(3) Saving in Tine 


Because all communication and transmission of campaign 
material handled under the 071 plan is either by diplomatic 
air or sea pouch, through Army services, or by Government 
cable, much time is saved over normal commercial methods. 
Frequently this saving in time is an important factor as the 
time saved is usually a matter of weeks and months rather 
than days or hours. 

(4) Saving in Money 

I 

All correspondence, oables, shipment of materials, etc., 
incident to the conduct of campaigns is handled v/ithout cost 
to either advertiser or agency. This, as any export advertis¬ 
er realizes, is a saving of no small consequence. 

(5) Campaig n Assi stance 

All campaigns are carefully checked from this end. Inser¬ 
tion schedules, starting dates, publications, associate agency 
relations, securing of financial export licenses, etc., all of 
these receive careful attention for the advertiser and agency. 

(6) Overs eas R epresentation 

As in the conduct of a domestic campaign, an export 
advertising campaign frequently requires on-the-spot contact 
with publishers. In export advertising this mav involve 
matters of translation, censorship, invoice payments, and 
the settling of an infinito number of questions involved in 
a campaign. In such cases our outpost roprosontativos are 
on the spot in each country and glad to help in such matters. 


NOTE: liny v^o again stress the point that the Special 

Promotion Division of 071 Overseas renders a 
purely facilitating service to American adver¬ 
tisers and thoir advertising agencies. 7c do 
not function as an advertising agency, do not 
aot as a principal in any caso, ontor into no 
contracts, and as sumo no obligations othor 
than those listed above. 




- 34 - 






























« • 
























































. . ; 















< 






• - 





































































































AIJSRIC AN ADVERTISING VERSUS GS RI All ADVE RTISING 

in 

S17BDEIT , SPA III , P ORTUGAL and TURKEY 


It is interesting to compare the volume 
and scope of current German advertising 
with American advertising in Sweden, 

Spa in „ Portugal and Turkey. 

The following pages are reproductions 
of charts prepared in this office which 
are merely indicative of what the 
Germans are doing along this line. 

In point of actual volume, Germany is 
out-advertising the Allies several 
times to one in every country. And 
much of this German advertising is of 
such a nature from a copy standpoint 
as to make every American manufacturer 
with anv nresent or future interest in 

1/ 

these foreign markets do some serious 
thinking. 
















Cosmetics 


Clocks 


Cmwitu 


Cam 


eras 


Typical German Ads 


Appearing in 

Spain - Portugal-Turk«s- 

Sw«<ien 



Pr«cv*i*n Imlruacnti 



Motion P/cturc 



LUinos 


Ucatirtg Equipment 


I MAI *i 4i I|MM namrut tW - o»* dm 
Imiiiili liuti T«iinUr>t> dIU 
i<uin4itii i« bun'i >4 ii ' ih nil 


% RHE\oci,MOSEU^ 


HENKELL 
TROCKEN 




































































> 






GERMAN ADVERTISING CF 



TALCO KAMEL , a 

„ cJMtidar 10 ' 


i*UNDO 


FOR HJARTA OCH CIRKULATION 


Uno d• los mayo 


i*nm 


TRANSPULMIN 


gX,jn,Mr~ ’ 


f*6' C« «• •' 


DRUG Products 














































GERMAN APVflnTSWO OF 



SIEMENS 

Aparatos autorr.aticos de accion rapida 
para conexiones en paralelo 


aPAKA'I®*' F 

n, aUMWO^ 


I^dIQESE 


IIMIAS A'* 11 

\n\s.HSH n.o«» 
,U M«N»nM*X HA 

sic ' n 
NAIO*. I "»*► CIA 
i, S I'M*' '* ^ 


r6ntgenr6r. 


MttSMdaa 1 ! 

, gualiiao r nmji 


RAOIOLOGIE AKTIENGESELLSCHAFT - BERLIN W3S 


*'*«»»» 

f, a manic 


REPRESENTANTE DE 

AEG BERLIN 

B0RS1G LOKOMOTIV WERKE 
HF.NM0SD0RF 
FAHRZEIGBELL1CHTINO 
BERLIN 

LA ELECTRA INDUSTRIAL 
TARRASA. 

..IJrNW «*Ma» AlW AlNIdAv 
I /C-fUtfluA* f 


flesislwcus 


Electrical Equipment 






























X 





GERMAN ADVERTISING OF 



c ' f <»cion« rio , 

ra *»=»>o. o , 0 , 


«Po 3 




07/o i 

7/525 <6 


MUTUhrj 


Maori 


Universal 


HumhnJdt 


/Sag 


CinitruH 


Machinery and Supplies 


Epical in — 

tl: Poriu *-'-T^. 

































X 








GERMAN ADVERTISING OF 

Radio & Radio Equipment 














































r 






- 







































' 

; ‘ 














































GERMAN ADVERTISING OF 













































































. 




























WHAT APPROPRIATION 


In view of the newsprint shortage which exists in all of 
the countries--with the exception of Sweden—covered by 
this presentation, there are definite limitations as to 
the size of space which may be used in individual adver¬ 
tisements. 

Generally speaking, this maximum size has been set up as 
seven inches on two columns for all countries except 
Sweden. Here any space up to full page may bo used. 

The list of publications with circulation, rates, eto., 
in each country as approved by 0*71 outposts and passed 
by U. S. State Department is on file in this office. 

It is therefore morely a matter of analyzing your own 
company’s individual setup, deciding tho approximate 
appropriation you wish to make for each country in 
proportion to its size and importance as a market for 
you, and thon laying out a campaign to meet those re¬ 
quirements. 

HOTS: APPROPRIATIONS OF ANYWHERE FROL! ',5,000 
TO $100,000 PER YEAR—DEPENDING UPON 
SIZE OF SPACE, FREQUENCY OF INSERTION 
AND HSDIA USED—CAN BE HANDLED UNDER 
THE Cm PLAN. 

A full year campaign using complete lists of publicati: 
in all countries and seven-inch by two-colunn size of 
space for each ad will avorage about $55,000. But fror 
a propaganda standpoint, 0*71 is equally interested in 
American advertising campaigns running almost any size ^ 
of space. 

Onco you have determined from a policy standpoint on 
advertising in these neutral and allied oountrics, wo 
shall bo pleased to work with you on schedules, space 
sizes, copy appeals and tho general layout for your 
entire campaign. 


Phono, write or wire 

Spocial Promotion Division 
OH! Overseas 
250 ’Test 57th Street 
New York IS, Nov/ York 


Circle 6-4400, extension 481 








/ 


w 


**• 


\t* . t •* -*v 
* ^ » 

-* viv.r- 





APPROVED PUBLICATIONS AND RATES 


in 

S7JEDEN 

SPAIN 


PORTUGAL 

TURKEY 

EGYPT 


As recommended by Special Promotion Division, 

071 Overseas 


(NOTE: Rates quoted are latest 
available, but should bo con¬ 
sidered as approximate only. 
Because some foreign publica¬ 
tions do not adhere to a strict 
standardization of rates, exact 
campaign costs should bo estimat¬ 
ed at timo of placing. Rates 
quoted are gross with exception 
of Turkey which is net.) 


July 1944 







■ 




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e. 




■ 

• • 





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•• 




• ■ •. 



























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